developed this product?
>> It's not so difficult to find some insight for function or
insight for the future to be adopted in our product.
It's not so difficult, but you know very well we
have to appreciate our R & D first, internally.
If we fail to appreciate our R & D internal decision makers,
then we cannot try.
>> Right.
>> We cannot try to prove the product to our consumers.
>> Right, and that's an excellent point because I think people don't know that
a lot of the marketing has to be internal as opposed to external.
So how did you convince them?
How did you persuade them that this was the right product for Indonesia?
>> Every day I fought, but I failed, >> [LAUGH]
>> Every day I failed.
They didn't accept, they didn't want to believe.
>> Okay.
>> So they requested the evidence first.
But, as you know very well, the marketer is not a researcher or engineer.
>> No, no. So I,
considered very much on how to proceed.
How could I show evidence?
So I tried several simple device
of the ultrasound device and I installed many houses including my house.
>> So, you did a lot of the research yourself?
>> Yes.
>> Wow. >> Before,
they requested the formal evidence first but I don't have a formal evidence.
If I persuade, then they can proceed the test.
But before the test, I have to persuade them first.
So including the Vice President, Mr.
Lee, I installed myself the ultrasonic device.
Several days ago, one month later, they said the mosquito died.
So at that time, I was more than happy.
And I relayed the informal test report to my colleagues and
research center, so day by day after six months or
almost one year I appreciate that they step by step they listened to my voice.
>> Okay. That's a very intriguing story in terms of
how as a marketer you have to do part of the research and development yourself.
>> Yeah, I had no choice at the time, sir.
>> Okay. >> I had to prove myself first.
>> Okay, and
how did you convince the local partners that this was the right product for
Indonesia, because I think there should have been other products like that.
But how do you convince them that this is for real?
>> Yes. >> That this genuine?
>> Yes.
One of the aspects they made collaboration
with our suggestion is they are seriously
suffering from the Dengue fever.
>> Okay. >> So they should do something against
the Dengue fever, the social issue.
So already they were ready to collaborate with our section.
And the second, we approached very scientifically.
Scientific way to prove and to contribute to prevent this dengue fever.
Not only for the commercial reason or
a commercial style, but also how to contribute
the local society to get over this kind of
very critical and distinct catastrophy.
>> Let's also talk about media strategy.
So what were some of the media channels that you'd used?
Was it just TV?
Or was it PR?
Was it the scientific press?
What was some of the strategies involved there?
>> Of course the most expensive and most powerful advertisement
marketing marketing tool is TV advertisement.
And in Indonesia,
it's the biggest marketing tool.
But this kind of feature,
local feature, is very difficult.
>> Right, exactly.
>> To show, just keep it at the advertisement end,
to persuade the consumers.
>> And it has to be authentic.
>> Yeah, yeah.
>> So if people tend to not believe your claims.
>> Yes.
